Full Day Take-over
The 34M impressions menu: How McDonald's built massive cultural hype on BeReal
👀
34M
Impressions
🎯
100%
of DAU (Daily Active Users) reached
🗣️
67%
Gen Z reached
The Brief
McDonald's goal with this campaign was to generate immediate, explosive hype for their limited-edition "Wednesday" Menu, perfectly timed with the highly anticipated Season 2 release of the Netflix series. The objective wasn't just standard awareness; it was to create a temporary cultural moment that the Gen Z audience simply could not ignore.
The Strategy
We engineered a strategy of absolute digital saturation. By deploying two back-to-back Full Day Takeovers, McDonald's completely dominated the BeReal feed, driving an immediate peak of FOMO. This explosive launch was then sustained with a continuous, authentic communication thread - our balanced reach format - running for three weeks, keeping the iconic brand partnership top-of-mind and maximizing ad recall. As for the creative vision behind the spooky moving frames, we aimed for video content that plays with BeReal's codes, reinventing the iconic front & back format specifically for the occasion for a WOW effect.
The Outcome
This campaign proves the undeniable power of event-based sponsorship on BeReal. By utilizing the Full Day Takeover format, McDonald's didn't just run an ad, they created a platform-wide cultural event, delivering maximum, immediate, and unmissable advertising impact reaching 100% of our daily active users, including 67% aged 18-34 for two consecutive days. This creative strategy allowed for impactful Reals that required no additional production, only brand assets that were adapted by our BeReal Studios team.
